Tam Tam

Dutch National
Opera & Ballet

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Beauty, expression and ‘in motion’ connect opera and ballet

Three key Dutch cultural brands, The Dutch Opera, The National Ballet and The Amsterdam Music Theater, merged at the beginning of last year to become The Dutch National Opera and Ballet. Beauty, expression and ‘in motion’ connect opera and ballet, which is the essence of the website. We created a highly visual website where the richness and dynamic of two great art forms combine with conversion.

Traffic to the ticket shop tripled and ticket sales doubled!

Process

The new simplistic identity provides an open canvas for stunning motion and rich interaction, the website engages the visitor with the stage production, the world of Opera & Ballet and the brand. The online environment makes an immersive experience that’s needed to trigger visitors to buy tickets for a stage production. The goal was to convert existing and new visitors as subscribers to the The Dutch National Opera and Ballet.

The design of the website is highly visual and interactive. Slow motion films of both art forms convince visitors to experience the stage performances in person. Plain navigation allows visitors to speed up the ticket purchase process. A clear calendar with easy navigation also gives visitors access to the current and accurate information. ‘Superior Simplicity’ The sober, almost bare translation of the identities concept is translated seamlessly to the website through it’s richness, and elegant movements of interaction. The website can be experienced on all devices; just as art should be enjoyed by everyone.

Result

The average time people spend on the website is exceptionally long: 5 min.

With the launch of the website, the identity of a new international top institute came to life. The website went live on the 17th of February, audience and conversion results look promising so far. The traffic to the ticket shop of The Dutch National Opera & Ballet tripled since the launch and ticket sales doubled. These results have been measured through Google Analytics and the Cash Register System. The average time people spend on the website is exceptionally long: 5 minutes. To give results on sales and profit, we feel it’s more suitable to review after a longer time period.

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